How Relevant Is Direct Mail in a Digital World?

Fri Nov , 2020

We live in a digital world that is constantly evolving our approach to marketing products. But some old-school approaches have survived this change. Among them is direct mail. Still considered a powerful tool, direct mail gets a brand’s message across to both existing and potential clients.

But is it right for your business? Keep reading to discover why direct mail remains relevant in the digital age and how you can use it to your advantage.

Benefits of Direct Mail in a Digital Age

In an age when digital marketing is so prevalent, why consider direct mail? First, let’s find out what it is.

What is direct mail?

Direct mail advertises products or services via printed material sent to a specific person or group of people in a geographically targeted area. Companies using this method can either choose their audience based on certain criteria or select potential buyers who have requested this information.

Alternatively, direct mail can be targeted to potential customers who have requested newsletters or to shops that might be looking to display your products.

importance-of-direct-mail-in-digital world

Does direct mail work in an age of digital marketing?

In a time when companies are using marketing strategies spread across various channels, you need to offer something that helps you stand out from your competition. Direct mail is a great way to do this as you engage your potential client base offline, and can also use it to drive their actions online. Here are some other ways in which companies benefit from direct mail in a digital age.

  1. Improves Brand Recognition

The human mind is wired to respond differently to paper than to online content. A fascinating study conducted in Canada compared digital advertising and direct mail marketing. Using EEG brain scans and eye-tracking technology, the researchers worked to determine how individuals respond to various media.

They discovered that when participants were asked to process these two types of mail, they used 21% less cognitive ability than they did while looking at digitally presented ads. However, in this case, less is definitely more. When individuals use less cognitive capacity, it means their brain requires less effort to understand the information. This led researchers to discover that physical letters are easier for recipients to understand and remember over time.

Additionally, researchers also noticed that direct mail campaigns were much more effective than digital-only ones. Individuals who received direct mail were capable of recalling more about the brand up to 75% of the time. However, with digital campaigns, that number drops to 44%, making them conclude that direct mail improves brand recognition more than digital marketing.

  1. Strikes a Balance

Offline and online marketing strategies can work well together. However, not everyone is using a smartphone that allows them to come across digital advertisements easily. Direct mail can helps you access an untapped client base. Also, not everyone is looking to use numerous digital channels to receive offers, let alone respond to them.

So, to ensure your brands’ success, it’s important to know your client’s preferences and offer appropriate choices. But remember, what works for one individual might not work for another. That’s why it’s best to use digital marketing in conjunction with direct mail to ensure your business reaches and serves customers far and wide.

  1. Can Be Personalized

Variable data printing is a digital printing technique that lets you create direct mail material that can be personalized to your consumers. This builds your brand’s connection to and relevancy with readers. Some great ways to personalize your direct mail materials is by using graphics, colours and images along with copy that the reader can relate to. However, they should also be focused around your campaign’s objectives to ensure you achieve the desired result. By using these techniques, you should see significant growth in response and engagement.

We may be living in a digital world, but marketers ignore the importance and appeal of direct mail at their peril. It can help you reach untapped segments of your target audience, including those who don’t rely on digital media. When used appropriately, direct mail can benefit your business.